基于内衣VIP顾客消费分析的服务营销研究

发布时间：2018-04-11 06:53

本文选题：内衣业 + VIP顾客　；参考：《西安工程大学》2014年硕士论文

【摘要】：随着服务经济的到来，服务营销策略不只限于传统的服务行业，同样也被越来越多拥有服务项目的零售行业所重视。内衣行业是我国服装领域的朝阳企业，在目前的发展阶段，内衣的营销方式仍较为传统。面对我国女性内衣消费者，特别是VIP顾客的消费行为与服务需求的不断变化，企业如何通过服务维护策略的构建与实施来满足VIP顾客的服务需求，进一步提升内衣品牌的市场销售率，成为内衣行业服务营销实施与管理过程中难以把握的问题。 “汇洁集团”旗下的曼妮芬、伊维斯品牌是中国一线女性内衣品牌，从1996年上市到现在，经过十六年的发展在中国女性内衣品牌市场具有较大的市场占有率。本文以“汇洁集团”旗下女性内衣品牌服务营销策略为研究案例，并对其VIP顾客消费行为和服务需求进行了问卷调查与分析，根据分析结果得出影响VIP顾客消费行为五大影响因素为服务人员、服务渠道、内衣产品、监管制度和服务环境，最后在影响因素实证分析的基础上构建内衣业VIP顾客服务营销策略框架，并对框架环节进行了分析与具体构建建议。同时，在提出的服务营销框架的基础上对曼妮芬单店VIP服务营销策略进行具体设计。本文共分为七个章节，并主要从以下几个方面对课题展开研究：（1）介绍了本课题的研究背景、选题依据和研究目的，指出了服务营销策略研究对于内衣行业发展的理论意义和实际应用价值。（2）结合服务营销相关理论及市场调研，对VIP顾客服务营销在国内内衣业服务概况，包括服务市场、内衣产品及其服务特性、内衣业VIP顾客的维护意义、服务营销组合策略等方面进行分析。通过对“汇洁集团”和其竞争品牌“爱慕集团”旗下女性内衣品牌的比较分析，，总结出了目前国内内衣企业关于VIP顾客服务营销的相似性与差异性的表现特征，并得出企业服务营销现状中存在VIP服务意识弱、VIP划分原则缺陷、服务维护形式雷同、策略体系不健全等问题。（3）根据目前内衣VIP顾客服务营销管理所存在的问题，以西北地区“汇洁集团”的VIP顾客为研究对象，通过访谈与问卷调查方式，对内衣业VIP顾客消费行为与服务需求进行调查，并对消费行为结果进行了数据统计与分析，总结出内衣VIP顾客的服务需求特点。（4）根据第三章中VIP顾客消费行为调查结果得到的服务需求进行整合，得出影响目标顾客消费行为的五大服务因素，包括人员因素、渠道因素、产品因素、监管制度因素、环境因素，并结合多内衣品牌实施案例对以上影响因素进行逐一分析。（5）以“汇洁集团”为例，根据VIP顾客消费行为的五大影响因素，提炼出VIP顾客服务营销策略框架的基础职能及职能体现，同时总结出构建内衣行业VIP顾客服务营销策略、细化VIP顾客等级划分标准、建立主要服务营销模型、制定服务管理流程，以及实施可持续性维护战略的框架，并提出具体策略建议。（6）结合汇洁西北区域公司西安办事处曼妮芬钟楼开元店目前的实际情况，做出具体的VIP服务营销策略方案，为其终端VIP顾客服务营销与维护提出策略建议，起到单店提升的效果。
[Abstract]:With the arrival of the service economy, service marketing strategy is not limited to the traditional service industry, has also been more and more have the services of the retail industry attention. The underwear industry is China's clothing industry in Chaoyang business, in the current stage of development, the traditional marketing way is underwear. In the face of women's underwear consumers in China, especially changing consumer behavior and VIP customer service demand, how enterprises through the service maintenance strategy of construction and implementation of the VIP service to meet customer demand, to further enhance the underwear brand market sales rate, become difficult to grasp the process of service marketing implementation and management problems in the underwear industry.
"Hui Jie group" under the Manifen brand is the brand the first female Chinese Ives underwear, listed from 1996 to now, after sixteen years of development has a large market in brand market share. This paper China female underwear to sink cleaning group s female underwear brand service marketing strategy as the research case, and the VIP consumer behavior and service needs to carry on the questionnaire survey and analysis, according to the analysis of factors affecting consumer behavior VIP five influence to service personnel, service channels, underwear products, supervision system and service environment, and finally construct underwear industry VIP customer service marketing strategy framework based on empirical analysis of influence factors on and the framework links are analyzed and concrete construction proposal. At the same time, on the basis of service marketing framework is put forward on the Manifen VIP store service marketing strategy in detail Design.
This article is divided into seven chapters, and mainly from the following aspects to research the subject:
(1) introduced the research background, the basis and purpose of the research, and pointed out the theoretical significance and practical application value of service marketing strategy research for underwear industry.
(2) according to the theory of service marketing and Market Research on VIP customer service marketing in the domestic underwear industry service profiles, including service market, underwear products and service characteristics, customer VIP underwear industry maintenance, service marketing strategy and other aspects of analysis. Through the comparative analysis on the "Hui Jie group" and the brand competition "love the group's female underwear brand, summed up the current domestic underwear enterprises on VIP customer service marketing similar features and differences, and obtains the status of enterprise service marketing in VIP service consciousness is weak, VIP division principle defects, service maintenance form similar strategy system is not perfect and so on.
(3) according to the existing underwear VIP customer service marketing management problems, to the northwest "Hui Jie group" VIP customer as the research object, through interviews and questionnaires, the underwear industry VIP consumer behavior and service demand investigation, and the consumer behavior results of data statistics and analysis, summary the service demand characteristics of underwear VIP customers.
(4) according to the investigation results of consumer behavior to integrate VIP in the third chapter, the demand for services, service five major factors that affect the target consumer behavior, including human factors, channel factors, product factors, regulatory factors, environmental factors, and combined with the case of the implementation of multi brand underwear the above factors were analyzed.
(5) to "Hui Jie group" as an example, according to the five influencing factors of VIP consumer behavior, refine reflect the basic functions and functions of the VIP customer service marketing strategy framework, and summed up the construction of the underwear industry VIP customer service marketing strategy, refinement of VIP customer classification standard, established the model of service marketing, development service management processes, and implement the sustainable maintenance strategy framework, and put forward specific policy recommendations.
(6) the actual situation combined with the Department of the northwest regional cleaning company Xi'an office tower Manifen Kaiyuan shop at present, make specific marketing strategy for VIP service, as the terminal VIP customer service strategy marketing put forward and maintenance, to enhance the effect of a single store.

【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274

【参考文献】